Received: 17 December 2019 Accepted: 24 April 2023 DOI: 10.1111/etho.12397 ORIGINAL ARTICLE Secularize, psychologize, neoliberalize: The entangled Jewish self of North American Jews Rachel Werczberger Correspondence Department of Behavioral Science and the Department of Social work at Hadassah Academic College, Israel. Email: rachelwe@edu.hac.ac.il Abstract This article unpacks the construction of the Jewish spiri- tual self in three current projects of Jewish spirituality in North America—Jewish mindfulness, the neo-Musar move- ment, and the nascent Positive Judaism—and explores their relations with the neoliberal economic regime and ideol- ogy. Based on the content analysis of 30 popular online and offline texts, among them promotional websites, podcasts, and published works, and data gathered during long-term ethnographic study on Jewish spirituality in Israel and North America, the article argues that the highly individualized Jew- ish spirituality has become an institutionally mediated form of Jewish self-expression. By building on anthropological works about the cultural implications of neoliberalism on the self and following the lead of the foundational works link- ing Jewish cultural production and neoliberalism in North America, this article offers a perspective on Jewish spiri- tuality that recognizes the relations between neoliberalism, self-cultivation, and community life. Fusing the spiritual, therapeutic, and neoliberal discourses, projects of Jewish spir- ituality package neoliberal ideals such as choice, emotional, resilience, well-being, and happiness as Jewish spiritual com- modities. At the same time, the subjectivity cultivated in these projects is a Jewish-specific formation—a self that is highly individualized but remains strongly connected to its religious-ethnic community and cultural tradition. Jew- ish spirituality is thus used here as a case study for how neoliberalism affects contemporary forms of religious prac- tice and creates new ethical orientations to communal belongings. Ethos. 2023;1–16. wileyonlinelibrary.com/journal/etho © 2023 by the American Anthropological Association. 1